Exhibitors Herald and Moving Picture World (Jan-Mar 1928)

March 10, 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD 19 w THE THEATRE Incorporated in this department of practical showmanship of Exhibitors Herald are the Moving Picture World departments, "Selling the Picture to the Public," which was established September 23, 1911, by Epes Winthrop Sargent, and "Better Business Builders" How Two Theatres Increased Patronage Every theatre is confronted with the problem of finding new patron? and in increasing the number of patrons who attend the theatre regularly each week. The article belowr tells how the Garfield theatre, Milwaukee, increased the regular patronage of children for its Saturday matinees from an average of 45 to 750, and how the Uptown, Milwaukee, co-operates with women's club by giving tours through the theatre. The article offers information of importance to theatre managers. SEVERAL of Midwesco's Milwaukee theatres have been meeting with success in catering to the women and children by featuring kiddies' clubs and matinee tours for women's clubs. J. William Deubach while manager of the Garfield theatre, a Midwesco de luxe neighborhood house, inaugurated the Garfield Theatre Kiddies' club, which jumped the children's Saturday matinee business at this theatre from an average of 45 to more than 750 within three weeks. The first step taken in the formation of the club was the running of the following trailer : "We are organizing a Garfield Kiddies' club, and we want each and every good little boy and girl in this neighborhood to become a member of it. "We meet every Saturday at 1 p. m., with special entertainment for the kiddies, followed by a complete de luxe performance. "Members of the club will be given membership buttons and also an opportunity to take part in all contests, etc. "All you have to do to join the club is to write your name and address and age on a membership card and leave it with us Saturday afternoons. "Remember, that this is all for the price of admission — 10 cents. And the membership is limited to 2,000!" As the kiddies came in to sign up for membership Saturday, a member of the theatre staff filled in their cards, issued them a membership button with a number thereon, at the same time warning them not to lose the button and to wear it to all Saturday meetings, and also notified them that members of the club wearing their buttons w-ould be entitled to free admission on the second and fourth Thursdays of each month when accompanied by an adult admission. Introduce Theatre Staff The actual entertainment of the kiddies is something rather difficult, which must be felt out by the individual managers. The way it is done at the Garfield is by close co-operation between the manager, organist, operator and stage hand. Deubach started out by introducing each one by their first name, because the kiddies seem to enjoy calling the organist "Jack" and operator "Paul" and the same with the rest of the staff. The actual meetings then were opened at the Garfield by Deubach, who gave a little talk to the children. Then he introduced the organist, who the first two Saturdays told the children all about the organ. Next community singing with songs suitable for children was introduced, the words of which were thrown on the screen. Following this the management featured a singing contest, let Garfield Kiddies" Club Sons By FREIDA RADTKE I Sung to Tune of "John Brown s Body") The Kiddies are a-coming And they're running very fast, All laughing and hurrying So not to be the last; Today's the day of all the week We like the very best, GARFIELD KIDDIES' CLUB. CHORUS— Hurry, hurry to the Garfield, Kiddies, Kiddies to the Garfield, All of us sure like the Garfield And the Garfield Kiddies' club. Our Kiddies' club is growing fast That's why we feel so gay, That's why you hear us Singing and so happy Saturday, Now come on Kids, together, fust as loud as you can say, Garfield Kiddies' club. ting the right side of the house sing first, then the left, then, perhaps, the balcony, and finally all together. They found that this helps to pep up the children. After this has been dispensed with, children are invited to come on the stage to perform. At the first meeting three or four came up, and the thing grew so large that in the latter weeks there were 50 and 60 children on the stage. Now the theatre has the children register at the box-office first, giving their name and what they intend to do. Then they are called upon the stage to perform, and after all the various contestants have finished they are all lined up on the stage. Then a dollar bill is held over the heads of the various contestants, and the child who received the greatest amount of applause is given the dollar. Present Gifts to Children In addition to all this, each child leaving the theatre is presented with a gift, which can consist of anything, including balloons, candy sticks, rubber balls, whistles, etc. These articles can be purchased at reasonable prices and the cost will not be in excess of $15. There is no set standard with which to put across a kiddies' club successfully, according to Deubach, but you must sense what they like. Also you must keep them in control so that they do not wreck your theatre, but if you give them what they like and remind them a number of times about their behavior you will make the affair a success and incidentally build up good will in the community. The Garfield theatre has gone still further in this stunt by electing a president of the club, who will hold office for about two months. He was elected by popular choice in much the same manner in which the cash award is made. Another step taken by Deubach is the formation of a Kiddies' club orchestra, which is meeting with great success ; and lastly the organist offered a cash prize of $10 to the child writing the best Kiddie club song. About 10 or 12 songs were received, which were printed on slips, put on the screen and voted upon by the children. The one receiving the most applause was adopted as the official song of the club, and it was then set to music by the organist. Al Kvool, manager of Midwesco's Uptown theatre, has been successful in staging matinee tours of women's club, which has built up much good will in the community. Kvool started the ball rolling by running a special trailer calling attention to the fact that a ladies' matinee would be featured on Wednesdays. The theatre's public relations representative then got in touch with the heads of different women's clubs, inviting them to be the Uptown's guests on a tour of inspection of the theatre on Wednesday starting at 1 p. m. In the auditorium they were formally welcomed by the management and at the same time informed that the purpose of the affair was to better acquaint them with the operation of the theatre. Women Shown Entire Theatre The heads of the various departments — engineer, operator, electrician, stage prop man, organist — wrere in their respective positions. They were shown the lighting of the house and taken back stage. The electrician explained the switchboard and how the different lighting effects were obtained. The organist played for them and explained the different stops and the various combinations. They were then taken to the boiler room, where the engineer explained the whole ventilating system, describing the cooling system and stressing the point that the air was just as fresh inside the theatre as outside in the open. The operator in the picture booth went through the routine of putting on a film, showing how he threaded the machine, worked slides, organ novelties, the spot light, etc. He showed them the different effects that could be obtained from the booth, and then attention was called to the fact that the booth was absolutely fireproof, and how the fire shutters (Continued on next page)